Revitalizing the Past: Exploring the extent of the Social Sustainability of Adaptive Reuse of Cultural Heritage Buildings in Italian Rural Villages. The Case of Airbnb

There is growing acceptance that historical heritage buildings are part of a place’s social and cultural capital, and that their preservation provides fundamental economic, environmental and social benefits. This research focuses on the investigation of the degree of the latter in a specific cultural landscape: it aims to respond to the question: ‘To what extent is the adaptive reuse of cultural heritage buildings in Italian rural villages socially sustainable?’ The question is tackled empirically through the investigation of the case study of Airbnb and its “Italian villages” program, for which Airbnb partnered with the local municipalities of Italian rural villages to turn abandoned historical buildings of symbolic significance for the communities into alluring Airbnbs. The repurposing projects studied are four: Casa Greco in Civita di Bagnoregio (Lazio), Casa Panitteri in Sambuca di Sicilia (Sicily), Casa Maer in Lavenone (Lombardy), and Casa Cuoco in Civita Campomarano (Molise). As it has a humanistic focus, the research method is qualitative in order to better interpret the individual experiences and perceptions in the complexity of their contexts. The data is collected through semi-structured interviews conducted over a span of three months with an heterogeneous sample of stakeholders, which includes individuals who were directly involved and/or affected by the adaptive reuse projects. The data gathered is analyzed through thematic analysis to support the identification of recurring themes. The study reveals that the degree of social sustainability of adaptive reuse projects depends on the presence of supporting factors which, if present, can enhance the relevance of the initiative for the local community. The paramount condition which enables the occurrence of social sustainability is the collaborative rationality of the stakeholders involved in the project. The lack of communication and cooperation of these hinders the success of the repurposing initiative, obstructing the generation of social benefits for the community. An active local government capable of implementing initiatives connected to the project and engaging the inhabitants of the village magnifies conversely the sense of pride and cohesion perceived by them. The dynamic resulting from this can propel a process of urban regeneration within the area, contributing to the inversion of the depopulation trend that characterizes them. Finally, adaptive reuse projects can be fostered to attract sustainable tourism, which has positive repercussions on the community as it revitalizes the social fabric of the latter.The case study of the research focuses on a repurposing project resulting from a public-private partnership involving local municipalities and Airbnb. Given the prominence of the private company on a global stage, the results of the study are not applicable to every adaptive reuse project. The relevance and fame of the private enterprise have boosted the media coverage and widespread visibility of the projects in an abnormal way, potentially skewing the results of the research. Further researches with private entities of minor global relevance are suggested. The case studies the social sustainability of adaptive reuse projects in rural realities, taking into consideration the different contexts relevance when analyzing and comparing the findings.The study provides useful insights to consider for the future development of adaptive reuse projects in rural villages.